RUBICON | GUERRILLA MARKETING CASE STUDY

The main focus for this guerrilla marketing campaign was to drive awareness and trial therefore getting the products into the hands of the core audience, in a memorable way, was essential.

Research proved that when consumers trialled Pineapple Passion it was a hit & drove future sales, so raising that initial awareness by sampling is key.

The sampling tour was 5 weeks & included a geographical spread across England & Scotland.

We produced a suite of branded assets to be utilised across both Rubicon Spring & Sparkling whilst showcasing their individual personalities.

i2i developed innovative kit which showcased the brands personalities, for Rubicon Spring a pineapple bubble machine was placed on the streets highlighting the bubbly nature of the drinks & creating theatre to attract passers by.

Rubicon Sparkling had a branded TukTuk which gave consumers a FREE ‘unboring journey’ to work or seeing the sites around London whilst they enjoyed their delicious sample. For many customers this was a WOW! moment & they were extremely grateful for the experience.

Full sized samples were offered of both variants & i2i worked closely with logistical partners to ensure the team maximised distribution, serving tasty chilled drinks, whilst successfully completing guerrilla activity where feasible.